At the Mobile World Congress in Barcelona this week, the tech giant announced the Watson Mobile Developer Challenge, a competition for mobile app developers to come up with ideas for apps based on its Watson supercomputer technology, Advertising Age reported.

Last month, IBM created a business unit and venture capital fund around Watson--best known for its 2011 appearance on Jeopardy!--with the goal of bringing the computer's cognitive computing technology to consumers.

"Imagine a new class of apps that deliver deep insights to consumers and business users instantly--wherever they are--over the cloud. It's about changing the essence of decision making from 'information at your fingertips' to actual insights," said Mike Rhodin, senior vice president of the IBM Watson Group, in a company press release.

IBM will be accepting ideas over the next three months and then will choose three winners. IBM chief executive Ginni Rometty tells Advertising Age that the winners will get seed funding to build out their businesses.